In the world of sports photography, there are names that stand out for their style, their connection to the athletes, and their ability to convey the intensity of a discipline through images. James Mitchell is one of them. British by birth but adopted by Lanzarote, over the last twenty years he has built an indestructible bond with the island that goes beyond mere residence: Lanzarote is his home, his source of inspiration, his creative laboratory, and the platform from which he has projected his work to the whole world.
The first time I remember doing professional photography here in Lanzarote was around 2005
James’s first contact with the island came in 2002, when he arrived with his partner at the time, whose family had decided to settle in Lanzarote. He admits that at first, he was sceptical. He doubted whether such a small place, with such an intense climate and a culture so different from that of the United Kingdom, could ever feel like home to him. However, island life captivated him from the start: a more relaxed lifestyle, a unique volcanic environment, and a community closely linked to sport eventually convinced him to stay.
His first job as a professional photographer in Lanzarote came in 2005, when a magazine commissioned him to cover Ironman Lanzarote. James recalls that he didn’t really know what was going on, but he accepted the challenge. Armed with his camera, he positioned himself at the finish line and waited for hours for the participants to arrive. That first experience turned out to be love at first sight: he was hooked on the atmosphere of the triathlon, the spirit of the athletes and the ability of photography to immortalize those emotions. Since then, he hasn’t missed a single edition, and in 2010 he was named official photographer of the event by Club La Santa, the institution that organizes the Ironman on the island.
One of the best roads to photograph is the one from Arrieta to Órzola. You’ve got beaches on one side and volcanic rock on the other. In other words, this is a route for long cycling stretches. You can get an enormous variety of content.
From triathlete to full-time photographer
The allure of triathlon not only led him to photograph the event, but also to experience it firsthand. Mitchell decided to take the leap to the other side of the lens and began training to compete. He did his first Ironman in Zurich and then completed three editions in Lanzarote between 2013 and 2015. That experience as a triathlete allowed him to understand from the inside what it means to prepare for an event of this magnitude: the long training sessions, the physical and mental exhaustion, and the indescribable reward of crossing the finish line.
However, an accident in a local cycling race was a turning point. Far from being a setback, the incident offered him clarity: it was time to focus entirely on photography. “When I was competing, I felt that I was neglecting the creative side a little,” he confesses. In 2015, he decided to put competition to one side and devote himself fully to his passion, becoming one of the leading photographers on the international triathlon and endurance sports scene.
Lanzarote, a unique setting for sport
What sets James Mitchell apart from many other sports photographers is the setting in which he has spent much of his career. For him, Lanzarote is not just the place where he lives: it is an open-air studio, an environment that offers endless possibilities for creating stunning images.
The island offers exceptional settings: deserted roads that seem to disappear into the horizon, volcanic landscapes of lunar beauty, cliffs that plunge down into the Atlantic, never-ending beaches, and a climate that allows filming all year round. Places such as the Mirador del Río, the cliffs of Famara, the Órzola road, and the Club La Santa facilities have become regular backdrops to his productions.
Mitchell explains that when he looks for locations, he prioritizes visual cleanliness: roads with little traffic, uncluttered backgrounds where the product and the athlete are the protagonists. However, he also knows when to integrate the identity of Lanzarote into his images, highlighting emblematic spots that reinforce the island as an international sports destination. “Every place has something special to offer. Sometimes the sky and the sea are enough, and other times, the context is so spectacular that it becomes an essential part of the image,” he says.
The leap to the international elite
Since establishing himself at Ironman Lanzarote, James Mitchell has begun working with some of the world’s best triathletes and global brands.
His portfolio includes collaborations with the Ironman Group, Red Bull, Oakley, Hoka, Roka, Castelli, BMC, and many more. He has photographed figures such as Lucy Charles-Barclay, Daniela Ryf, and Patrick Lange, world triathlon champions who trust his eye to immortalize their training sessions and competitions.
His work is not limited to still photography. Since 2021, he has been producing documentaries and audiovisual content for the Ironman Group in Europe, expanding his role as a visual storyteller and providing a more complete perspective on the human stories behind each sporting event. This evolution towards audiovisual storytelling reinforces his position as a versatile and constantly growing professional.
A methodology based on planning and creativity
Mitchell’s work process combines precision and creativity. It all starts with the initial contact from the brand, which sends him a briefing covering the campaign objectives. From there, he painstakingly scouts the island, looking for the right settings and sending proposals to the client. Once approved, he coordinates the logistics of the shoot: from selecting models and athletes to planning the shooting schedule.
Although he acknowledges that 90% of the work is carefully planned, he also acknowledges that there is always room for improvisation. Lanzarote’s changing weather, wind, and last-minute adjustments require adaptation. This flexibility, combined with his knowledge of the territory, allows him to guarantee quality results even in unforeseen conditions.
The places and photos that define his career
When asked about his favourite locations, James mentions the Órzola road for its combination of sea and lava, the Mirador del Río for its views over La Graciosa, Famara for the majesty of the cliff at sunset, and, of course, Club La Santa, the epicentre of sport on Lanzarote and a meeting point for many elite athletes.
Among his most iconic photos are a session with Lucy Charles-Barclay at Playa Grande, images with the BMC team at the Barceló Active Resort pool, and multiple shoots on the iconic roads of the north. “There are places that, no matter how much you photograph them, always surprise you. Every angle offers a new story,” he says.
Lanzarote as home and legacy
James Mitchell insists that Lanzarote has had a profound impact on his life beyond his professional achievements. Here he found the peace and quiet he was looking for and discovered a way of life that he would be unlikely to trade for any other. The island has not only offered him a privileged workspace, but also a vibrant sports community that inspires him every day.
His story is also proof of how Lanzarote, with its landscapes and energy, can become a platform for global projection. What began as a one-off commission in 2005 has turned into a solid career that combines the local and the international, sport and art, technique and emotion.
A creative volcano in the Atlantic
James Mitchell captures more than images; he constructs visual narratives that convey the essence of effort, passion, and sportsmanship. Lanzarote has offered him the perfect setting, and he has given back to the world in the form of photographs that inspire athletes, brands, and fans alike.
His connection to the island is deep and lasting. Lanzarote is both the origin of his career and the centre of his international reputation. And in every image he takes, you can feel that invisible bond between the man, the camera, and the volcanic landscape that has seen him grow as a visual storyteller.
